用户信息自愿披露的影响因素研究:基于沟通隐私管理视角

Research on the Influencing Factors of Voluntary Disclosure of User Information: Based on the Perspective of Communication Privacy Management

摘要: 本研究探析了用户信息自愿披露的影响因素及其作用机理，为平台激励用户进行信息披露，以及平台完善个性化推送服务体系提供理论指导。基于沟通隐私管理理论，以感知信息控制和感知信息风险为中介变量、信息使用透明度为调节变量，本文构建了信息踪迹易得、信息边界模糊对用户信息自愿性披露选择的影响结构方程模型，运用SPSS和AMOS，并结合收集到的322份实证数据进行模型检验。本研究发现信息边界模糊、信息踪迹易得通过削弱感知信息控制、增加感知信息风险抑制了用户的信息自愿性披露选择；信息使用透明度正向调节感知信息控制对信息自愿性披露选择的影响、负向调节感知信息风险对信息自愿性披露选择的影响；信息使用透明度调节感知信息控制通过感知信息风险影响信息自愿性披露选择的中介作用。本文提出的“用户信息自愿性披露选择”相对于平台“强行”获取用户数据的情形而言，刻画了用户拥有自主选择权时的信息自愿性披露选择行为。

Abstract: This study explores the influencing factors and mechanisms of voluntary disclosure of user information, providing theoretical guidance for platforms to incentivize users to disclose information and improve personalized push service systems. Based on the theory of communication privacy management, with perceived information control and perceived information risk as mediating variables and information use transparency as moderating variables, this paper constructs a structural equation model of the impact of easily accessible information traces and fuzzy information boundaries on users’ voluntary disclosure choices. SPSS and AMOS are used, and the model is tested with 322 collected empirical data. This study found that blurred information boundaries and easy access to information traces suppress users’ voluntary disclosure choices by weakening perceived information control and increasing perceived information risks; The transparency of information use positively moderates the impact of perceived information control on voluntary disclosure choices, and negatively moderates the impact of perceived information risk on voluntary disclosure choices; The mediating role of information use transparency in regulating perceived information control and influencing voluntary disclosure choices through perceived information risk. The “voluntary disclosure choice of user information” proposed in this article characterizes the voluntary disclosure choice behavior of users when they have the right to make their own choices, compared to the situation where the platform forcibly obtains user data.